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Competition and Marketing Strategy

G. Easton (Department of Marketing, University of Lancaster)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 February 1988

2887

Abstract

Processes of competition lie at the heart of the literature of marketing strategy. Indeed, it could be argued that competitors and sustainable competitive advantage are to marketing strategy what customers and the marketing concept are to marketing. The principle of sustainable competitive advantage argues that a firm can only be successful in the marketplace if its products and services have a competitive edge over those of its rivals. This edge should be one that is both important to customers and sustainable by the firm in the long run.

Citation

Easton, G. (1988), "Competition and Marketing Strategy", European Journal of Marketing, Vol. 22 No. 2, pp. 31-49. https://doi.org/10.1108/eb027337

Publisher

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MCB UP Ltd

Copyright © 1988, MCB UP Limited

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